Introduction

We live in a world today where a cinema ticket can be obtained for 20p, flight tickets at £1, songs at 55p and where even the most discerning marketer might wonder if the pricing for services has gone mad, or if not, perhaps a little out of control. To top it all, there are now multiple prices for buying any service, depending on where you are, who you are, why, when and how you are buying. With new technologies, the capability of firms to offer even more innovative pricing options is set to grow1 (See Table 1.1).